Growing a great franchise

There are numerous strategies companies might use to boost their franchise business into the category of greatness. Keeping in mind the difference between marketing to a customer and marketing a brand's franchise opportunity is a first step. "With franchise sales marketing you can differentiate your franchise product, attract the attention of your audience and secure sales to the quality franchisees that will matter most in growing a great franchise, not just a big franchise," writes Sprokkit's Morgan J. Arnold, Ph.D., in Franchising World magazine.

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